Successful In-Game Ads: The Secret Sauce for Monetization

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Transcript of Successful In-Game Ads: The Secret Sauce for Monetization

  • TA M M Y L E V Y D I R E C T O R O F P R O D U C T, M O B I L E

    K O N G R E G A T E

    S U C C E S S F U L I N - G A M E A D ST H E S E C R E T S A U C E F O R M O N E T I Z A T I O N

    A M S T E R D A M 2 0 1 6

  • OVERVIEWWho is Kongregate?

    3 Case Studies

    Epic Skater

    Adventure Capitalist

    Bullet Boy

    Key Takeaways

  • KONGREGATE

    20 games launched [65M Installs]

    Latest Game: Battlehand, Editors Choice

    10 games with ads [40M Installs]

    20% of mobile revenue in 2015 from ads

  • AD REVENUEQuality of your traffic

    (clicks and installs)

    Payout set by the apps

    Impressions (number of ad views)

    we can influence this!

  • AD TYPESBanners

    Offerwall

    Interstitials

    Rewarded Video (Opt-in)

  • Y O U R D A I LY F I L L - S U M M E R 2 0 1 4

  • LAUNCHGreat Launch

    2.5 M Installs

    #4 Best New Games

    Ads, Not So Great CTA wasnt great

    Watch for coins

    Coins were not valuable

    No custom stats tracking

  • ADS REVAMPEDAds 1.5

    Interstitials

    Ads 2.0 Skate Shop to spend coins

    Watch an ad to revive

  • REVENUE FROM ADS

    35%

    75% Ads 1.5

    Ads 2.0

  • AR P D AU

    INCREASED

    IN- APP PU RC H AS ES

    CONSTANT

    AD S ARP DAU

    QUADRUPLED

    REVENUE FROM ADS

    Ads 1.5

    Ads 2.0

  • LESSONSIntegrate ads into gameplay

    Prominent surfacing

    Meaningful rewards

    Integrate before launch! Dont miss DAU peak

  • H Y P E R H I P P O F E B 1 8 T H 2 0 1 5

  • LAUNCHLaunch Installs: 2.7 M

    #3 Best New Games

    Excellent ad design Video ad for 2x bonus on all investments

    Boost lasts 4hrs

    Max 5 ads per day

    Added custom stats tracking Measure performance

    Implement and track improvements

  • STATS

    E N G A G E M E N T W I T H A D S

    > 4 0 % O F D A U 3 A D S / P L AY E R / D AY

    R E V E N U E F R O M A D S

    4 0 %

  • PAYER VS NON-PAYER

    I N - A P P P U R C H A S E S

    N O T C A N N I B A L I Z E D B Y A D S

  • W H Y D O E S I T W O R K S O W E L L ?

  • G O O D S U R FA C I N G P E R M A N E N T B U T T O N

  • BETTER SURFACING

    B I G G E R B U T T O N

    1 0 % I N C R E A S E D A D E N G A G E M E N T

    +10%

  • M E A N I N G F U L R E WA R D S

  • D E L I G H T F U L F I C T I O N A D V E R T I S I N G I S T H E L I F E B L O O D O F C A P I TA L I S M

  • INTEGRAL PART OF LIVE OPS

    I N C O R P O R AT E A D S I N T O

    N E W C O N T E N T A N D E V E N T S

  • E V E N T S

    D R I V E H E AV Y A D E N G A G E M E N T

    INTEGRAL PART OF LIVE OPS

  • LESSONSIntegrated

    Part of the core-loop

    Boost Players happily watch ads that help them

    Good fiction

    Better UX more interaction

  • P O M E L O G A M E S - S U M M E R 2 0 1 5

  • LAUNCHWith interstitials too

    Multiple opportunities to watch ads Integrated into the core loop

    Help you progress

    Standardized custom stats tracking Optimize each title

    Compare stats across games

  • R E WA R D E D V I D E O W A T C H V I D E O T O R E V I V E O N E P E R R U N

  • R E WA R D E D V I D E O F R E E P O W E R - U P O N T H E N E X T R U N

  • INTERSTITIAL

    P O P - U P E V E R Y 4 D E AT H S W A S T H I S H U R T I N G R E T E N T I O N ?

    L O W E R E D F R E Q U E N C Y ( T O 6 D E AT H S )

    N O C H A N G E I N R E T E N T I O N

    lowered frequency

  • STATS

    L A U N C H E D I T O R S C H O I C E I N L ATA M C O U N T R I E S

    1 . 8 M I N S TA L L S

    E N G A G E M E N T W I T H A D S

    3 0 - 4 0 % O F D A U 5 A D S / P L AY E R / D AY

    R E V E N U E F R O M A D S

    9 0 %

  • LESSONSGet Creative

    More ad opportunities are good

    Interstitials Dont necessarily hurt retention

    Beware of poor UX (you do want to keep an eye on this)

  • CONCLUSIONA L M O S T D O N E !

  • KEY TAKEAWAYS

    % of players engaging with ads

    # of ads watched per day

    Ad option per session

    Integrated to the core-loop

    Meaningful rewards

    Placement matters

    Positive experience

    Delightful fiction!

    MAXIMIZE DESIGN ADS INTO YOUR GAME

  • THAN YOU!W A N T M O R E D ATA ?

    V I S I T D E V E L O P E R S . K O N G R E G AT E . C O M / B L O G

    W A N T T O W O R K W I T H U S ?

    V I S I T D E V E L O P E R S . K O N G R E G AT E . C O M

    F O L L O W U S O N T W I T T E R

    @ K O N G R E G AT E D E V S

    http://developers.kongregate.com